Channel | Data Driven ROI

Personnel costs are the largest single cost for firms

Corona Extra is aiming its sights at the urban market in a partnership with Playboy for a summer-long promotion.

Kellogg Co. is gearing up to go on the road again with American Idol again as presenting sponsor of The American Idols Live! Tour.

Eastman Kodak Co. and Frito-Lay have teamed for an early- summer promo that puts chits for free photos on bags of Lay's potato chips.

Mutual of Omaha Insurance Co. takes its iconic Wild Kingdom on the road next month.

The Hershey Co. this week breaks an on-pack and online sweeps leveraging its title sponsorship of Tim McGraw and Faith Hill’s “Soul2Soul II” tour.

John Wanamaker, the father of the department store, described the classic dilemma in advertising: “I know half the money I spend on advertising is wasted, but I can never find out which half.” Direct marketers have long believed that they have the answer. But do they?

Buy Lisa Brodsky a celebratory beer the next time you see her. Brodsky was recently promoted to senior group marketing manager for Country Home and Traditional Home, two Meredith Corp. magazines. In making the announcement, Meredith highlighted her use of market research to demonstrate the value of buying space to its advertisers.

We’ve all heard it. For years, the industry buzz has been about multichannel marketing. But we may be missing the mark. While some marketers technically use multiple channels to reach an audience, they are not realizing the real opportunity: to create a better customer experience, unlock a two-way dialogue and measure the results.

Energizer and Kellogg's are among the latest brands to sign on as promotional partners backing Disney's/Pixar's upcoming release of the animated film Cars